Amira was being bullied for his appearance, and after being called names alluding to his supposed sexuality, he decided not to keep quiet and posted a video online demanding that people do not judge him on the basis of his personal appearance.

The video went viral on Israeli social media, even reaching President Rivlin, who asked George to join him for his own version of the video, saying bullying and intolerance were forms of violence and a problem for the whole of Israeli society.

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Posting the video to his own Facebook page, Rivlin wrote: "When I saw the amazing and moving video George Amira posted I asked to meet with him and thank him for this amazing initative. We must not stay silent in face of violence, regardless of its form. This is not just a problem for the education system, but for society as a whole – we must stop it."